Ten Percent Happier occupies a unique space in the wellness world: they don’t promise enlightenment, they promise a bit more sanity. Founded by Dan Harris, the brand’s whole identity is built on a down-to-earth, realistic approach to meditation—the idea that you don't have to be a monk to get the benefits; you just have to be willing to be ten percent happier.

When we partnered with the Ten Percent team, our goal was to modernize their visual identity without stripping away the skepticism and humor that makes them who they are. We wanted to move the brand into a more expansive, welcoming space that could speak to a wider audience, from the total skeptic to the daily practitioner.